英文广告用语中的预设研究  

作　　者：崔艳艳[1] 

机构地区：[1]黑龙江省牡丹江师范学院西语系,157012

出　　处：《大众文艺（学术版）》2010年第6期84-86,共3页

摘　　要：预设是语义学和语用学中的一个重要话题,其本身具有主观性、隐蔽性和一定的欺骗性。从根本上说,广告语言属于劝导说服性的语言。因此,广告撰写人尽可能采用一切技巧来实现广告宣传的目的。预设现象由于其自身的特点经常被广告撰写人用来增强广告的说服效果。Presupposition is an important topic in both semantics and pragmatics. Subjectivity,implicitness and deception are often attributable to presupposition. The language of advertising is basically persuasive. Therefore,all possible means have been adopted by advertisement writers to serve the purposes of advertising. Presuppostition is frequently employed in order to enhance the effects of persuasion in advertisements because of its own properties.

关 键 词：预设 广告用语 

分 类 号：F713.8[经济管理—广告]